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A line snaked around the lobby of McMenamins’ Kennedy School Hotel in Northeast Portland on Saturday. Hundreds gathered for the company’s first ever Dry January Fest, a showcase of the bubbling interest in non-alcoholic beverages.

More people have been participating in Dry January, when people swear off alcohol for the month following the excesses of the holidays.

Rachel Flesher, district manager of special events for McMenamins, said they have been seeing more demand from customers for tasty beverages free of booze. That, in turn, inspired an event based around Dry January.

(Editor’s note: McMenamins is a corporate sponsor of Oregon Public Broadcasting. OPB’s sponsors do not shape or influence our editorial coverage.)

“We’re always trying to think of new, fun ways to entertain our guests and the NA market just keeps growing,” Flesher said.

Within minutes of opening, the Kennedy School gym was packed with people lining up for samples of non-alcoholic beers, wines, cocktails and shrubs. The large turnout surprised some of the staff, and even those who bought tickets.

Cameron Larson of Portland sat down with a non-alcoholic Old Fashioned. Larson has participated in Dry January the past three years and said it used to be difficult to find an alcohol-free drink “that actually tasted decent.”

Now, everywhere he goes, he finds a greater variety and quality in these beverages.

“It’s not centralized to Portland or Eugene or Seattle — it’s in the biggest and smallest communities,” Larson said. “It’s pretty inspiring.”

The festival comes as enthusiasm for non-alcoholic drinks has spiked. A Gallup poll published in August 2025 found that 54% of Americans said they drink alcohol, the lowest percentage since Gallup began studying the figure 90 years ago.

Stevie Shaw of Hillsboro attended Dry January Fest and said she stopped drinking last August. The variety of non-alcoholic drinks now available has made the transition easier, even for those who only stop drinking for the month, she said.

“It’s a great reminder that it’s a good time to take a break and give more time to yourself,” Shaw said.

And more businesses in the Pacific Northwest are investing in the creation of non-alcoholic drinks and spirits, as demand for some forms of alcohol has waned. Last year saw the craft brewery industry struggle in Oregon and elsewhere. Rogue Ales and Spirits closed its brewery and restaurants in November, before filing for Chapter 7 bankruptcy.

That shift was on full display at the Dry January Fest.

McMenamins corporate chef Mary Minor ran a booth on shrubs, which are often made from alcoholic vinegars. Several years ago, McMenamins’ pubs ordered very little of her non-alcoholic shrubs. Now, they order them by the gallon.

“We are having to do a lot more research and development in that area,” Minor said.

Minor said younger people want more variety in their drinks, whether that’s no alcohol or just less than a traditional beer.

Based on the success of Dry January Fest, McMenamins might consider more events based around non-alcoholic items, Flesher said.